With the explosive growth of online business transactions, Web and mobile analytics play an important role in understanding and optimizing customer reach and growth. Unlike off-line business models, to compete in the digital global economy, organizations need to employ agile digital marketing techniques that can continuously adapt to customer needs. This is a hands-on class full of real-life examples to work through.

Learning Outcomes

At the conclusion of the course, you should be able to

• Define metrics that help capture customer experience in Web and mobile environments
• Learn how to work with big customer profiling data using cutting edge machine learning turn-key solutions (R packages, Python libraries - no programming needed)
• Use tools such as Google Analytics, Tableau, Gephi, and others to derive patterns and predict possible outcomes
• Create reports and infographics that help understand micro and macro levers that can be used to iteratively improve your marketing campaign